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Outdoor Marketing

The Facts and Stats on Mobile Outdoor Advertising...

  • Some 150 Million Americans Commute Every Business Day.
  • The Average American Travels 15,000 Milers Per Year.
  • Outdoor Media Reaches 96% Percent of US Consumers.
  • The Average Truckside AD Reach is about 50,000 per day.
  • The Average CPM Rate for Truckside Ads is around $1.00!
  • According to the American Trucking Association - The Average Delivery Truck Makes 16 Mil. Impressions a Year.
  Average CPM (Cost Per Thousand) Media Comparisons | OutDoor Assoc. Media Reports

Compare Mobile Advertising CPM (Bottom)

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ADULTS 18+ NEWSPAPERS
Half page B&W $23.32
Quarter page B&W $11.66
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TELEVISION
:30 prime-time spot $20.54
:30 prime-time network $11.31
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MAGAZINE
4 color full page $9.62
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RADIO (Top 100 markets)
:60 drive time $5.92
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OUTDOOR (Top 100 Markets)
Rotary Bulletins (10 showing) $3.90

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MOBILE OUTDOOR ADVERTISING
Average CPM $1.50

Travel Trends

American are driving more. They spend an average of 15 hours per week in their car as commute times go up. Time spent in their car is triple the time spent reading the paper.

If you think of your own experience when you are driving you can immediately understand the enticement of something to look at besides dull landscapes and bumper to bumper traffic. Our ads get noticed because they are unique mobile signs designed for impact.

Another bonus for those seeking the attention of young men age 18 to 34, they spend more time in the car than any other group, a total of 20 hours each week. And mega-milers, those who travel more than 260 miles a week are upscale, educated and far more likely to be employed full-time. (Arbitron National In-car Survey)

The Current Advertising Dilema

It is estimated that the AVERAGE American is exposed to over 3,000 ads a day.

To avoid the noise people throw their mail unopened into the garbage. Magazines sit around the house unread. Newspapers pile up until thrown out. When an ad comes on TV, consumers channel surf or head to the kitchen. Me, I read between commercials, they're getting so long.

According To Media Post Magazine, Across 3 Major Media - TV, Newspapers and Magazines - Americans were Shown 2 Million More Ads in January of 2005 than in The Same Month in 2004.

That’s a Big Spike in the amount of Advertising Clutter for Americans to contend with. If You Factor in other major media such as radio, online, cinema, point -of- purchase and the increase in new media outlets, the story only gets worse.

Media advertising keeps getting more and more expensive. Risk rises with the expense, requiring the return on risk to be greater.

Advertising Media / ROI

When you invest in media, you need a higher and higher return. If you run an ad on Oprah, you need a big payoff. The increase in revenue, however, isn't commensurate with the increased risk and may not be justified.

Over the years millions have been spent in creating a brand. Advertisers use interruption marketing to draw attention to their product and to create differentiation for their product. They have continued to use interruption marketing in spite of the increasing noise in the marketplace, making differentiation a zero-sum, advertising based game.

Unfortunately the less the public pays attention, the harder advertisers try to get the consumers attention, creating more noise in the market place.

The overflowing clutter and growth have made interruption marketing almost worthless. And yet, advertisers rely almost solely on interruption

"One product after another is fading away, for the simple reason: the ads can't pay for themselves anymore." Seth Godin, The Purple Cow

These Advertising trends are what make MAM such a needed alternative.

Edge (Mobile) Marketing

"Being remarkable is the shortcut to growth." Edge marketing is getting away from center. It's going to the edge where you can be seen. You want someone to willing make a remark about your product. And, when they do you have become remarkable. "Being distinctly different, and therefore remarkable what matters.People talk, and word spreads - success follows. (Seth Godin - The Purple Cow)

U.S. Transportation Stats

* 1/3 of Urban Interstates carry more than 10,000 Trucks each day. Top

(1) There are nearly 4 million miles of roads in the United States, enough to circle the globe about 160 times, go to the moon and back more than 8 times, or take 800 round trips between New York and Los Angeles.

(2) In 2002, an average U.S. car or light truck (e.g., SUV or pickup) was driven about 12,000 miles – a distance equal to a journey about half-way around the world.

(3) In 2003, the value of imported goods and goods slated for export that were carried on the nation's transportation network amounted to nearly $2 trillion--$1,259 billion in imports and $724 billion in exports.

(4) In 2001, imports and exports accounted for about 18 percent of the value of the nation's overall freight shipments.

(5) The average U.S. household now has more cars and other personal vehicles than drivers – 1.9 personal vehicles compared to 1.8 drivers on average per household.

(7) U.S. households with three or more vehicles are much more numerous than households with no vehicle—24 percent of households had three or more vehicles while 8 percent had no vehicle in 2001. About 31 percent of households had one vehicle and 37 percent had two.

(8) U.S. public transit ridership grew 24 percent in the 1995 through 2001 period -- from 7.8 billion to 9.7 billion unlinked passenger trips.

(9) Construction of the U.S. Interstate Highway System was the largest earth-moving project in the history of the world. Nearly 42 billion cubic yards of earth were moved. In comparison, “only” 362 million cubic yards were moved during construction of the Panama Canal. The concrete used to construct the Interstate System could build a wall nine feet thick and 50 feet high around the world’s equator.*

(10) There are 62 routes on the U.S. Interstate System. Of these, only three are transcontinental highways, running from coast-to-coast (I-10, I-80, I-90). However, seven interstate routes connect Canada and Mexico.* Top


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